On April 9th and 10th, during Milan Design Week, the highly anticipated GreenTA event will take place at Magna Pars. Organized by LP Attitude, an international communication, business development, marketing, digital transformation, and sustainable luxury fashion company, GreenTA represents a turning point for the fashion industry. In preparation for this important event, we interviewed Laura Pianazza, CEO of LP Attitude, to learn more about how GreenTA will influence the future of fashion and digital sustainability.
Laura Pianazza, CEO of LP Attitude
Q: Laura, what makes GreenTA such a unique event for the fashion industry?
Laura Pianazza: GreenTA aims to be a turning point for our industry, with an innovative focus on digital traceability. The main goal is to provide brands and retailers with the tools they need to adopt the Digital Production Passport, a cutting-edge technology that will ensure verifiable traceability of materials and production processes. This event not only educates but also offers a concrete opportunity to take the first step toward a more sustainable future, a future where the Digital Production Passport will be mandatory in Europe by 2030.
Q: Can you share more details about the GreenTA program and the main topics to be discussed?
Laura Pianazza: The event is designed to offer visitors moments of interaction and in-depth discussions. During the two days, attendees will discover the sustainable collections of participating brands. On April 9th, after the opening remarks, Dr. Alessia Cappello, Councillor for Sustainability of the Lombardy Region, and Dr. Maura Basili, President of Camera Buyer Italia, will share their visions for the sustainable future of the industry. This will be followed by a discussion between fashion brands and technologies, addressing legal implications and business opportunities related to digital traceability. On April 10th, there will be a roundtable dedicated to the impact of the Digital Production Passport on business and retail, with technology experts. The agenda is designed to stimulate meaningful discussions and foster networking among participants, creating opportunities for collaboration.
Q: What is the significance of this event for brands and retailers attending?
Laura Pianazza: GreenTA offers a unique opportunity for brands and retailers to engage with critical topics for the future of the industry. Traceability, environmental impact measurement, and the Digital Product Passport are the central themes of the event. In this context, participants can share practical solutions, learn from sustainability pioneers, and prepare for the mandatory transition towards the Digital Production Passport mandatory in Europe by 2030. Additionally, they will have the opportunity to see cutting-edge technologies in action, such as those developed by Certilogo and Centric Software.
Q: Who are the key players of GreenTA, and which brands will participate?
Laura Pianazza: Leading brands in the fashion world will be present, such as Xacus, Boggi, Cigala’s, Kangra, and many others. These brands will showcase their sustainable collections and contribute their practical approach to the event’s themes. It’s a not-to-be-missed opportunity for networking, sharing best practices, and contributing to the future of more ethical fashion.
Q: GreenTA is also an opportunity for young people. What have you planned for them?
Laura Pianazza: Absolutely. We want to engage the younger generations, which is why we’ve invited students from IULM and NABA to participate actively. Sustainability is a topic that directly concerns them, and we are excited to offer them the opportunity to connect with experts and innovative brands in the sector.
Q: What message does GreenTA want to convey to the Milan Design Week audience?
Laura Pianazza: GreenTA aims to be a sustainable oasis where brands and retailers can connect, collaborate, and promote positive change in the fashion industry. It’s an ideal place to engage with sustainability, acquire practical knowledge, and prepare for future challenges, such as the introduction of the Digital Passport in 2030.
Q: One last question: how do you envision the future of sustainable fashion with the adoption of the Digital Passport?
Laura Pianazza: The Digital Production Passport will represent a radical change, ensuring transparent and accessible traceability for everyone. I envision a future where every product can tell its own story, from the raw materials to the final consumer. This will not only increase consumer trust but also help the entire industry reduce its environmental impact and improve ethical practices. I hope that GreenTA can be a catalyst for this needed change in fashion.
GreenTA will take place on April 9th and 10th, 2025, at Magna Pars Hotel, Via Vincenzo Forcella 6, Zona Tortona, Milan, during Milan Design Week. The event is open to brands, retailers, and industry professionals, with mandatory registration at the following link:
https://www.eventbrite.it/e/
On April 10th, from 10:00 AM onwards, the event will be open, free of charge also to the public, with mandatory registration via Eventbrite.
For more information and to register for GreenTA, visit our website: https://greenta.
